Some companies deliver products. Others deliver with heart. eBag is one of the latter—making everyday life easier for thousands of families while lifting up people working for a cause.

With seven joint campaigns alongside DarPazar—a Bulgarian platform for mission-driven products—more than 20 social enterprises supported, and thousands of customers making conscious choices with every order, this partnership isn’t a one-off CSR gesture. It’s part of eBag’s DNA.

How do you build such a culture? What role does business play in a world of causes? And how can one frustrating grocery trip on a Saturday spark a shift in an entire sector? We spoke with Ivan Alexandrov, founder and CEO of eBag, a platform that now serves over 100,000 households in cities like Sofia, Plovdiv, and Pernik. He was named Forbes Bulgaria’s Entrepreneur of the Year in 2021.

America for Bulgaria Foundation: There’s a story that often gets told as the beginning of eBag—something about a personal experience while shopping. Would you tell it in your own words? How did such an ordinary moment spark something so big?

Ivan Alexandrov: The idea for eBag was born during a very ordinary grocery run with my wife. It was yet another weekend wasted in the supermarket instead of spending meaningful time together. I thought, “Isn’t there a better way?” The best ideas often come from personal frustrations—when you realize a problem you face is actually shared by thousands of others. Ten years later, eBag is a tech company that doesn’t just solve problems; it creates value every day.

America for Bulgaria: Has there been another moment in your life or career when you asked yourself, “Isn’t there a better way?” and decided to make it happen?

I.A.: eBag grows because we keep asking that same question: “Can this be better?” If you accept the status quo as unchangeable, you’ll never innovate.

America for Bulgaria: What makes you believe in the power of causes? Is there a story from your four years supporting DarPazar that’s stayed with you?

I.A.: I believe business has a responsibility—not just to its customers, but to the environment in which it operates.

Each campaign with DarPazar is different. We always aim to support several social enterprises at once, so we can multiply our impact.

Our December 2024 campaign stands out. Nearly every item made by the social enterprises sold out a week before Christmas. The five-digit sum raised isn’t just a number: it’s recognition for the people behind these products and a reflection of our customers’ conscious choices.

The most remarkable part? Our customers didn’t buy just to be helpful. They prioritized these products. Because they believe in the value behind them. That’s real change—when doing good isn’t the alternative, but the default.

America for Bulgaria: When did you first feel that eBag could be more than just a convenient service—a platform for doing good?

I.A.: Doing good is baked into our culture. We truly believe that we make our customers’ lives easier. And they tell us so every day. There’s nothing like waking up on a Sunday and finding an email from a customer thanking us—not just for the delivery, but for giving them more time with their kids, their parents, themselves. That kind of feedback means more than any metric.

America for Bulgaria: Many people say business and kindness don’t mix. But you seem to believe the opposite—why?

I.A.: Because kindness builds trust. And trust builds loyalty. It’s the most sustainable foundation any business can have.

America for Bulgaria: How did you first connect with DarPazar? What made you decide to support them, and how has the partnership evolved?

I.A.: DarPazar found us at a moment when we were actively looking for a meaningful way to give back. We started small, but we believed strongly that doing good should be a real part of customer choice. Over time, we developed a sustainable model together where supporting a cause is built into the shopping experience itself.

Today, this partnership is part of our company culture. We promote it especially during emotionally significant times of year—like Easter and Christmas—when people feel most inspired to give. Through our joint campaigns, customers can buy gifts that not only bring joy to a friend or a family member but carry deeper meaning. And that makes the experience all the more fulfilling.

America for Bulgaria: How does your team respond to this? Do colleagues share personal reactions or moments of pride related to the cause?

I.A.: Yes, and, honestly, that’s one of the most rewarding aspects of all this. Over the years, we’ve supported different social causes—many of them suggested by our own employees. The DarPazar campaigns are especially dear to us, and the team, like our customers, supports them wholeheartedly.

What makes me proud is that this culture of giving didn’t come top-down from management—it grew organically from the people behind our brand.

America for Bulgaria: What do your customers say? Do you hear from people who feel they’ve made a difference just by doing their shopping?

I.A.: All the time. Sometimes the messages are long and heartfelt, other times it’s a simple “thank you, great initiative” left in a comment. But every single one shows us that people feel that added value—and they appreciate it.

America for Bulgaria: Is it easier for a business to work with a platform that unites multiple causes, or is it better to support each initiative separately? What won you over in DarPazar’s model?

I.A.: The beauty of DarPazar is that it allows us to support many causes at once. Working with them is easy, well structured, and efficient—qualities that matter. When doing good is simple, it happens more often. And it spreads.

America for Bulgaria: What kind of people do you look for in your team—especially when it comes to values and purpose?

I.A.: People with character and empathy. People who know why they do what they do. For them, “added value” isn’t just a business term—it’s a personal goal. Skills can be taught. Attitude is harder.

America for Bulgaria: As a leader who believes in purpose, how do you make sure this commitment doesn’t stay just on paper? Are there traditions or small rituals that keep the culture alive?

I.A.: Open communication. At eBag, mistakes are lessons. There’s a real drive to do things right, and it all centers on our care for the customer. If we have one “ritual,” it’s reminding ourselves constantly that the customer is at the heart of everything we do.

America for Bulgaria: Is there a cause you’d like to support through eBag in the future—something you care about but haven’t tackled yet?

I.A.: I’d love for us to support digital literacy—both for children and for adults. The world is becoming more and more tech-driven, and the gap between those who can navigate it and those who can’t is growing dangerously wide.

America for Bulgaria: If you could inspire another business leader to start supporting causes, what would you say?

I.A.: Start with one thing—something you truly believe needs to happen for the good of your community. Then do it. Doing good works like any business model—if it’s sustainable, it will grow. If it’s genuine, it will create value. And it will come back to you.

America for Bulgaria: Where do you see eBag in five years—not just as a business, but as part of society?

I.A.: I see us as an indispensable part of every Bulgarian household—from Sofia to the most remote villages in the Rhodope mountains. With even faster deliveries, even better tech, and an even stronger sense of care. We’ll be wherever people need us most.

America for Bulgaria: And finally—what gives you hope that Bulgaria will become a better place to live, work, and dream?

I.A.: The people. Every day, I see examples of professionalism, kindness, and responsibility. We’re not perfect, but we’re moving in the right direction. And where there’s energy and direction, there’s hope.